Bachelor of Commerce Honours in Marketing Management

The purpose of this qualification is to provide students with specialised knowledge of advanced economic concepts, theories, models, laws, principles, skills, research methods and applied competence enabling them to pursue rewarding careers in the changing economic environment within the national and international context.

Rationale

This qualification aims to provide South Africa with Graduates who are not only competent in the field of Marketing Management with the capacity to understand and function effectively in the economy, but who can also research problems associated with marketing management in the economy of the country

Recognition of Prior Learning (RPL)

This institution subscribes to the principles underlying outcomes based, source-based and lifelong learning. In this context, considerations of articulation and mobility play an important role. The institution endorses the view that Recognition of Prior Learning (RPL) constitutes an essential element in deciding on admission to and awarding credits in an explicitly selected teaching-learning programme at Honours level. RPL does not only imply assessment of the submitted portfolio, to determine the level of skills and knowledge comparable to National Qualifications Framework (NQF) Level 7 the candidate already possesses, but also the skills and knowledge the candidate has to master additionally prior to being accepted for the honours qualification. The assessment processes involved with RPL are the same as those followed for awarding credits in the formal Graduate setting. An RPL candidate seeking credits for previously acquired skills and knowledge, must still comply with all the requirements as stated for modules, programmes and qualifications. The difference lies in the route of the assessment, since RPL assessment may be holistic in nature taking the context of the programme as well as the prior knowledge and experience of the person who is being assessed into account.

Entry Requirements

The minimum requirements for admission into the qualification is

• Bachelor of Commerce, National Qualifications Framework (NQF) Level 7, 360 Credits.

Or

• Cognate Bachelors qualification, NQF Level 7.

Or

• Advanced Diploma in a relevant field, NQF Level 7.

This qualification comprises compulsory and elective modules at National Qualifications Framework (NQF) Level 8.

Elective Modules, Level 8

• Agricultural Marketing, 8 Credits.
• Sports Marketing, 8 Credits.
• Tourism Marketing, 8 Credits.
• Customer Relationship Management, 16 Credits.
• Advanced Sales Management, 16 Credits.
• Advanced Marketing Research (Theory), 12 Credits.
• Advanced Strategic Marketing, 16 Credits.
• Advanced Consumer Behaviour, 16 Credits.
• Contemporary Marketing Management Issues: Case Studies, 16 Credits.
• International Marketing, 8 Credits.

Compulsory Modules, Level 8

• Research Project, 30 Credits.

• Demonstrate specialised knowledge of the central areas of marketing management at the forefront of development, including an understanding of and an ability to apply, evaluate and comment on the key terms, concepts, facts, principles, rules and theories of marketing management.
• Demonstrate insight into the different perspectives on and worldviews of the marketing management problems in order to develop a personal philosophical framework for functioning in the economy.
• Demonstrate an understanding of a range of methods of enquiry in the field of marketing management, and their suitability to varying investigations; and an ability to select and apply a range of methods to resolve complex problems or introduce change within practice.
• Develop and apply processes to access, process and manage information within the field of marketing management; and an ability to independently validate the sources of marketing management information and evaluate, analyse and elaborate the information.
• Formulate, present and communicate insightful and creative academic and professional ideas and arguments effectively - verbally and in writing, using appropriate media and communication technology and suitable economics methods.
• Investigate, critically analyse and solve complex real-life and/or hypothetical problems in a coherent and creative manner, demonstrating advanced use of critical thinking in marketing management in a self-directed manner.
• Take personal responsibility for his or her work, decision-making and use of resources, and moderate accountability for the decisions and actions of others in the varied and dynamic world of business.

Associated Assessment Criteria for Exit Level Outcomes

Associated Assessment Criteria are applied in an integrated manner to the Exit Level Outcomes.

• An understanding of, and an ability to analyse, evaluate and apply the fundamental terms, concepts, facts, principles, rules and theories is achieved.
• Apply appropriate discipline-related methods of scientific inquiry and independently validate, evaluate and manage sources of information is demonstrated.
• An understanding and application of, appropriate methods or practices to resolve complex discipline-related problems and thereby introduce change within related practice is critically reflected.
• Professional and ethical behaviour within an academic and discipline-related environment, with sensitivity towards societal and cultural considerations is displayed.
• Scientific understanding and own opinions/ideas, written or oral arguments, using appropriate discipline-related and academic discourse as well as technology are communicated.
• Effective functioning as a member and/or leader of a team or a group in scientific projects or investigations, with self-directed management of learning activities and responsibility for own learning progress is demonstrated.

Integrated Assessment

Formative Assessment occurs regularly in the form of class tests and homework assignments. Integrated Summative Assessment, where the main purpose and key outcomes of the qualification are assessed, is included in the assessment activities for this qualification. Integrated Assessment across modules, where the main purpose and key outcomes of the qualification are assessed, is included in the assessment activities for this qualification by way of an integrated project assignment.